I went for an interview at a startup, where the very charismatic CEO explained how their wonderful product helped website owners optimise their content based on their user's profiles. He forgot to mention that those profiles were built using all sorts of illegal and TOS-breaking practices to build display ads for gambling sites. I only found this out by accident, months after the (failed) interview, when talking about them with somebody at a meetup.

So I guess it's possible if the business has a specific strategy for doing it.